Transcript:
Hello my name is Odie today I’m going to present just a new marketing plan for a boo apron to all of you to give you an overview I’ll walk through the two day position for the apron and that explain why we need a new marketing plans to turn around the business and also unfold the current situation using a SWOT analyze and then introduce the four new target groups for a company with the premium partnership also pricing distribution channel and promotion strategy while we need a new marketing plan it’s easy to explain the situation that we have two negative two years of negative year in over year growth and also the subscriptions of our business is dropping due to keen competition in the business marketing plan have four objectives the first one is to bring the focus back to our customers so we introduced four focused customer groups the second one is to expand our distribution channels from online to offline to gain our customer base the third one is to increase revenue by providing more value as service to our customers and the fourth one is to increase customer satisfactions by improving our customer service and improving our delivery service so we did an end of SWOT analysis to go through the swing strength weakness opportunity and threats for blue apron we still consider poor apron the brand name is the strongest assets of the company because this is the first real kit delivery company going public in US and even nowadays when people talk about milk a delivery company the neighbor the label bull apron is still often mentioned for weakness right we think that the limited many options is one of the key weakness because we didn’t bring in any unique value to our customers and also the low customer sexy fashion give customers a very low confident used to subscribe and continue to use our service but does that mean there is no opportunity for us to turn around the business that’s not true we continue to to strengthen the partnership with weight watcher to bring in value and service to one of our key customer groups and then introduce to more premium partnerships for another for another group which is a senior customer groups we will talk about it later and then wing companies is renowned renown real estate company which has a very in-depth and widespread community network so we we believe why bother with these three companies could bring back more customers to Bro apron and also help us to go in to different communities but is this does that mean like the the marketing plan is a hundred percent guaranteed game that’s not true we we have internal threats which is negative financial status and our external France which is like there are many new entrants coming in this industry which could buy impact for a impact our subscription model so now we have Caffrey as the first group that we introduce this group of customers they don’t have a regular diet pattern they could be it Asifa fans they could take a lot of carbs they could take anything that they enjoy the second group of customer is way watcher this group of people as more sensitive to calories as more sensitive to dead body weights so by partner was way watcher to bring in tailor-made and customized recipes to these group of customers could to bring in more value to them for vegetarian this is like this rule of customers they will definitely definitely no meat but also like they there are very green passionate and also they would like to take more nuts almonds and different healthy ingredients instead of meat the fourth group is like senior customers which aged over 55 they would like to keep the diet healthy to control their medical situation and also to take in place specific nutrients diets so we apartment with eat right are calm in order to you know prana was specialist and to give more advice to senior customers as we mentioned before we watch it has been partnered with us for a couple years and we will continue to partner with we want you to bring in federal s refers to one of our key customer groups instead of having a watcher try my local in our in our website we also have cross advertising with wait watch right in their web sites and also in their mobile app so that customers who would like to order um milky deliver we could have a quick SS throughout that way watch your web sites and also mobile apps the second company is wing companies as we mentioned like wing companies has a very deep network in in communities so we would like to add add value to the real estate management to provide new kit delivery service to their residents so we hope that can like broaden up our customer base instead of just relying on the subscription base the third one is eat right now this one as we mentioned will bring in ads your senior customers like we’ll have will have one sections for three consultation on nutrition diet so that like our subscribers can coating it right up or to seethe in the advisor and consultants to so that they can keep the diet right so here comes the pricing strategy we have eight dot point 99 per servings if if customers are the six or more than light they could get a three delivery and we have a further discount if they other ten or more with each will only cost eight points forty nine the next one is weight watcher since we provide a service to this group of customers we are we over nine point nine nine preserve things and saying fork every customers for every six servings or more per week they could enjoy free delivery service for vegetarian we are over seven point ninety nine per servings and for seven or more servings they could enjoy free delivery and for ten or more they could enjoy further discount for seven point four nine per servings and for seniors customers we already eleven point ninety nine per servings five servings or more they could enjoy free delivery the reason why we don’t use a price cut strategies because we believe with with all the premium partnerships we’re not just delivering the milk it service to their customers but a value-add service with consultations with specialized medical or a nutrition diet to the customers so they are not just ordering for the recipes but also for extra time for this respiration channel most of the delivery company only focus on online focus on young customers but we would like to expand distribution channel from online to offline so online we will still go for websites go for mobile apps and for offline well will offer like telephone hotline just like how you other piece at delivery so that like for customers that I’m not familiar with mobile technology or internet like senior customers they can still order our new key service through telephone so how are we going to get through all we mention and put it in a promotional strategy so the first thing we would like to do is to rebrand our website and social platforms the current websites and social platforms is little bit too adult by to draw attention from customers and also the many options are not vivid and enough for the to attract customers to order so the first thing we would like to do is to rebrand everything to bring a fresh looks to our customers the second thing we like to do is to invite online info influence to you know give feedback in social media so that like people also young young customers which is more sensitive and social media they can always receive the latest news and also instead of just focusing on social media will also give our free trials to our premium partnerships so they can spread our word of mouth in the community the third one is we are going to use pay advertising in television or sponsor some of the cooking episode so that housewives or senior who still watch TV cuz they’ll pay get their attention and subscribe a milky service for poor apron and the fourth one is after we came back our customer base we’re going to launch a loyalty program to maintain our customers to give us special discounts and also promotions to customers that stay with us so I hope this presentation keep your heard a lot of we’ll review how we will like to launch the next round of the marketing come campaign and help grow a pan to turn around the current current situation so let us know if you have any questions thank you
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